We all write content on the website for the visitors who comes for some information.
However, all we need from those visitors is engagement on our website content. It really is all about engagement.
When your audience is engaged, they see your brand as valuable and worth listening too. And they stick with you because they know that you will continue to provide value.
Your job is to know what is valuable to your target audience and to provide it in all that you do – on your website, on your blog, and on all of your social media platforms.
So, what tactics do you need to consider to capture engagement from your audience? Here are three that will serve you well.
Ways to Write Effective Content for your Visitors
You cannot provide any value to anyone until you know who your target audience is, their needs, their values, and where they hang out online. Know your customer (KYC) is your first step.
You may have crafted a customer persona, but you may need to revisit it and make certain that it gives you all of the information you need. There are lots of tools that will give you access to oceans of data.
These can be used to provide a complete picture of your audience’s behaviors, needs, and what they are looking for in their connections with businesses. You need to understand their pain points, what they demand of companies with whom they do business, and more.
When you have this information, you can then develop the content that will engage them.
2. Tactics that Match Audience Personas
Once you have a complete picture of your audience, you are ready to devise the type of content that will engage them.
Consider this example:
This demographic makes up the largest segment of buying power right now – about $200 billion annually. They are more highly educated than any other generation; they are politically progressive; they develop strong brand loyalty when they once “connect” with it.
They are not moved by advertisements but value authenticity and social responsibility from a brand; they do read blogs and look for recommendations from peers on social media. They value consuming content on the go, especially via video.
Their brand of humor is somewhat dry and sophisticated, and they appreciate the humor in content that businesses provide. They are tech-savvy, on multiple devices, and appreciate brands using them.
Armed with all of this information, you should be able to develop tactics to engage this audience. Such tactics should include:
- Content that is delivered on multiple devices, especially mobile
- Content delivered via video to honor their lifestyle
- Use sophisticated humor that will entertain
- Provide proof of social responsibility
A great example of a content marketing strategy that will obviously appeal to this demographic is the explainer video produced by Dollar Shave Club when it launched its subscription-based razor blade delivery service.
It incorporated everything in one tactic – a short video; a value proposition; humor; and an “actor” who is seen as one of them because he speaks their language.
Once you fully understand your audience, you will be able to engage them with the type of content you craft. As Bill Harrison, content marketer for the writing service, EssayGuard, states: “We have three separate audiences, each with different demographics.
And so, we create separate types of creative marketing content for each one – it’s how we keep current clients and capture new ones.”
4. Try, Test, Analyze, Revise
If you have gathered the right data about your audience, you should have a good idea of the type of content that will engage them in terms of tone and style. But there are certain general content trends that will engage almost every audience.
The only way to ultimately choose the ones that will keep and grow your audience is to try them, do the analytics to determine engagement, and then revise your content accordingly. Here are some of the most popular options:
Research shows that all demographics prefer to learn about new products and services via video, as opposed to reading the text and seeing still photos. In fact, in a recent Hubspot survey, 72% of respondents stated they would rather view a video than read; and a full 83% stated they would share the video that they enjoyed.
Any time you can give your audience something to do, they will engage. Surveys, quizzes, and the like are popular and often shared. This is a successful social media tactic for spreading your brand if they are crafted well.
In fact, according to Julie Alameda, content marketer for Top Writers Review, “Using surveys on a variety of topics, not just those related to our products and services, we have seen a regular and consistent uptick in following on our social media platforms.”
Get a Theme:
Your goal is to educate, entertain, and inspire. While your blog posts and your website are primarily where your audience learns of your products/services, the value they bring, and the problems they solve, social media is a place to engage them through entertainment and inspiration.
Many businesses incorporate themes, such as a joke of the day, or an inspirational quote of the day. This keeps followers coming back and sharing.